Trace also sought to attract a younger demographic to their workforce and needed the rebrand to speak to a new generation of science professionals. Whereas their competitors were modernizing and diversifying, Trace appeared ‘content’ with their place in the environmental engineering field. Change was necessary. The website would address these concerns with a more forward-thinking approach by focusing on people and keeping things positive and fresh.
We interviewed each senior management team member to gain clear insight into the Trace team's inner workings. The story of Trace’s experience and expertise was told by the team members themselves in their unique voices. In our stakeholder interviews, the Trace people were repeatedly identified as difference makers and people with which their clients enjoyed working. Who better to represent Trace on their website than the incredible people representing them day in and day out? Speaking to clients’ needs and demonstrating their ability to adapt to new technologies would promote a skillset not limited by region.
“Our purpose is to help our people have a great life. This past month we've launched our new brand. Our new logo represents our origins and moves with us into the future. The blue represents our caring, reliability, and loyalty. Anyone who's been involved with that process knows the work it takes to make it happen. We've been working with Forward Level Marketing over the past year. I cannot say enough good things about the team. They have made my life easy - from last minute requests to just one more edit, they have made it happen.”
Lois Miller | Director of Marketing | Trace Associates
Photography would play a key role in establishing their visual identity and conveying their workplace culture. By showing actual team members performing their duties in the field, we humanized the brand and positioned them as the company of hard-working people they are. The photos used on the website were sourced from a member of the Trace team, ensuring what appeared on the website was an honest and genuine look at the people who make Trace great.
Honouring where Trace has been and where they’re headed, this refresh demonstrates Trace’s commitment to making lives better and adapting to changing landscapes. The rebranding reinforces Trace’s desire to build new relationships and attract world-class talent to the Trace team.
“This brand refresh came together through valuable insights from the entire Trace team. We are fortunate to have amazing people who take great care of our clients because, without our clients, there would be no Trace. We want our visual identity to reflect that care.”
Darrell Haight | President and CEO | Trace Associates